Mere copycat? : the effects of human versus human-like virtual influencers on brand endorsement effectiveness : a moderated serial-mediation model
Qi Zhou, Bin Li, Huajun Li, Yueqiu Lei
| Year of publication: |
2024
|
|---|---|
| Authors: | Qi, Zhou ; Li, Bin ; Li, Huajun ; Lei, Yueqiu |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 76.2024, Art.-No. 103610, p. 1-15
|
| Subject: | Brand endorsement effectiveness | Emotional engagement | Parasocial relationship | Post modality | Virtual influencer | Werbewirkung | Advertising effects | Influencer | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Emotion | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2023.103610 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014460856